PERANCANGAN SISTEM CUSTOMER RELATIONSHIP MANAGEMENT YANG TERINTEGRASI UNTUK MENDUKUNG ACCOUNT MANAGER DALAM MELAKSANAKAN SALES FUNNEL MANAGEMENT PADA PT TELKOM INDONESIA

• Main Author: Athira Andini, Defani
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83501
• Institution: Institut Teknologi Bandung

PT Telkom Indonesia (Telkom), also simply known as Telkom, is an Indonesian multinational information and communication technology services and telecommunications conglomerate which organizes business by focusing on various customer segments, one of which is the business to business (B2B) segment called Consumer Facing Unit Enterprise & Business Service (CFUE). In 2023, CFUE Telkom had problems in achieving sales targets as indicated by a decline in the number of win projects. This was due to a lack of integration in the processes and information required for the company's customer relationship management (CRM) aspect managed by Account Managers (AM), specifically the sales funnel management (SFM) process. Therefore, it is necessary to design improvements for the SFM business process and a CRM system that can integrate processes and information to support AMs in executing optimal SFM. The design process for a CRM system is carried out using the Framework for the Application of System (FAST). This methodology was chosen because it suits the characteristics of the company. The research utilized four main processes of FAST methodology, beginning with problem analysis, requirement analysis, design, and construction & testing. Then, the analysis phase was used to analyze the research results. Finally, the closing phase consisted of conclusions and recommendations. The output of this research includes a business process improvement design and a CRM system prototype that integrates SFM process to support AMs at CFUE Telkom. The final result of this methodology is a user interface of the system. The design has been verified and validated according to the requirements. It is expected that the proposed business process design and the CRM system prototype can help the company improve AM performance in executing optimal SFM business processes and increase the number of win projects.